I suggest getting the K&N filter regeneration kit, same stuff except comes in an aerosol can so easier and quicker to use, also cheaper than BMC's!
It's a simple process and I for one from own experience can confirm dealerships don't bother cleaning them at a service. My car was just under 3 years old when I got it, first thing I done was check the filter out and to my horror found it filthy black! regenerated it just before christmas!